Critical overview of the role of fashion management in relation to the Essay

Critical overview of the role of fashion management in relation to the different market subdivision in the fashion industry - Essay Example To add on, fashion managers execute and create and execute good marketing strategies that aim to keep their retailers relevant. This is through positioning them as being stylish and better than their competitors. Through fashion managers, brands are able to meet and satisfy the customers’ needs. Everybody is a consumer of either a product or a service and has a behavior. Blackwell defines consumer behavior as the things that people do when they consume, obtain, and dispose goods. There are three major factors than can affect a consumer behavior when purchasing an item. Personal is one factor where the customer will purchase something based on things like sex, age or race. Young people will be seen to purchase something for a different reason than an older person (Yang and Peterson, 2004). Psychological factors contribute in a consumer making a decision to purchase a particular item. Motive, perception and knowledge are some psychological factors that a customer will use when deciding to buy a particular product (Blackwell et al, 2003). A consumer that follows a healthy lifestyle will tend to purchase items based on this factor. Personal traits of a consumer such as friendliness, introversion, ambitiousness and compulsiveness will influence the choice of product they will pick in a store. Social factors will also contribute to which item a customer will pick from a shelf. Opinion leaders, roles in family and social class are things an individual identifies with making them to buy clothes or shoes based on that. If a particular leader is viewed as a role model by money and he associates himself with a particular brand then the people that view him as a role model will pick the brand associated with him (Yang & Peterson, 2004). In 2006, the Chief Executive Officer of Abercrombie and Fitch was invited to an interview by Salon Magazine in the opening of the company’s flagship store. The CEO made insensitive statements such as, only the young, beautiful and